engleski

Who really shapes Generation Z?

Generation Z is the first generation that grew up surrounded by modern technology, the internet, and digital communication. Specific features of this generation include high interactivity, but also exceptional impatience. That is why it is not unusual that their attention for a specific piece of content posted on social media is retained for approximately 8 seconds. Even though this generation is often difficult to understand for those who have not grown up with technology, they already comprise a third of the global population. That is the reason it is important to understand them and to (attempt) to predict their behaviour. On the other hand, the Theory of Planned Behaviour shows a pattern of human behaviour, both in general and in marketing. In this research, the theory which has been consistently confirmed by empirical research for over 30 years has been placed in the context of an unpredictable and a completely different generation and in the context of influence marketing, which is a far more recent concept than the Theory of Planned Behaviour itself. Influence marketing represents modern “word of mouth”, and for Generation Z, this form of communication is one of the most acceptable and most efficient advertising channels. Attitudes, subjective norms, and perceived behaviour control are behavioural predictors comprising the Theory of Planned Behaviour for influence marketing, which is the focus of research in this paper. Apart from that, the paper provides an introduction to Generation Z and influence marketing. The Theory of Planned Behaviour has been researched so far in the context of marketing, but significantly less among Generation Z, while it is impossible to find papers linking the Theory of Planned Behaviour and influence marketing. These are all implications that led the authors to conduct this research and analysis. Based on analysis, guidelines for further research are suggested.

influence marketing, generation Z, decision-making, digital marketing, theory of planned behaviour

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